CategoryC03. Exhibitions / Installations
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU LIVE INC. Tokyo, JAPAN
Production DENTSU LIVE INC. Tokyo, JAPAN
Production 2 GEEK PICTURES Tokyo, JAPAN


Name Company Position
Hirozumi Takakusaki Dentsu Creative Director
Nobuko Funaki Dentsu Creative Director
Shotaro Takizawa Dentsu Art Director
Ikumo Endo Dentsu Art Director
Kinami Hasegawa Dentsu Copywritter
Yusuke Shimano Dentsu Planner
Kazhito Ochi Dentsu Planner
Mina Fukasawa Dentsu Planner
Keigo Hayashi Dentsu Producer
Naoya Tsukamoto Dentsu Live Producer
Yuri Saito Dentsu Live Producer

The Campaign

We introduced a Cosplay Encyclopedia, in other words, wearable encyclopedia, in the form of six month’s interactive exhibition in the national museum. Various animal suits are prepared such as pill bugs, penguins, lions and basilisks in the venue. Pill-bug suits had well-designed hard shells to make easier for kids to know how they roll into a ball. To create a realistic jungle, we prepared sound effects of forest and roar to make you soak into the story’s world. Moreover, this event is designed to learn the laws of nature. Not only fun facts on animals, but also telling children of their real life such as penguins go into shark’s mouth. At each display panel and attraction as well, children can learn more detailed information about animal life. By using every sense of their body, the feelings and life of animals are gained not as knowledge but as physical experience.

The Brief

In total, 2,321,307 USD. The breakdown of that is as follows: Production fee is 11million yen, 10,274 USD, Construction, music, movie is 1,680,704 USD, Operation fee is 396,874 USD and PR and promotion fee is 233,455 USD.

Creative Execution

This interactive exhibition was held at National Museum of Emerging Science and Innovation, which is one of the greatest organizations in education. Succeeding to raise their sympathy with our mission of biodiversity protection, this exhibition had a long run of six months. We approached elementary schools and kindergartens by delivering parents/teachers special brochures to enlighten the attractiveness of the exhibition in light of educational purpose. This led to group-visits as their extracurricular activity. Photo spots with wearable animal body parts were prepared such as Morpho Butterfly, Mantis and Shellfish, as well as original café menus with motif of penguins or pill bugs. It created a lot of Social mentions. Furthermore, a special promotion was implemented on UN World Wildlife Day, March 3rd, giving out personalized animal encyclopedia with a photo of you on the front cover. This personalized book became a topic and succeeded growing awareness toward protecting wild life.

Describe the success of the promotion with both client and consumer including some quantifiable results

As of March 2018, the number of visitors has exceeded 120,000. Many elementary schools and people from abroad came to visit the event. This campaign earned 3,022 media coverage and 23,779 mentions or shares online. The posts of the original covered books were widely spread by virtue of the March 3rd promotion. Moreover, numerous videos of children cosplaying and acting like animals were uploaded. In the survey conducted at the exhibition, 97% of visitors answered that they were able to learn about the habit and techniques to live of the animals and 92% of visitors mentioned their increased interest in the animal’s diversity and ecosystem. Moreover, the encyclopedia sold 2,790,000 total units. Kodansha’s animal encyclopedia created this remarkable sensation and is now receiving offers for opening exhibitions from all over the world. Through the experience of acting like animals, the children’s interests in animal life increased.

Explain why the method of promotion was most relevant to the product or service

Biodiversity is more valued nowadays considering many environmental issues, despite many urban children is far from nature. Kodansha's animal encyclopedia made it possible to experience BEING animals by transforming themselves from reading to WEARING. This idea was inspired by Japanese cosplay culture. Various animal suits are prepared such as pill-bugs or penguins. Children can enjoy learning the animals’ special techniques. We also implemented creating personalized animal encyclopedia on UN World Wildlife Day. These experiences gave you chance thinking about biodiversity and the number of guests and the book sales increased. Cosplay Encyclopedia would expand globally and possibly change our environment.

Now in Japan, over a half population lives in cities like Tokyo. The children, accordingly, have little chance to be exposed to nature such as mountain-climbing or insect-collecting in daily life. Thus we set the target on children surrounded by rapid urbanization. But it is clear that usual encyclopedia can hardly make children get interested in biodiversity. Here we challenged developing a new concept of encyclopedia for many children to experience the issues that animals face. In developing new concept of encyclopedia, we focused on Japanese world-famous “Cosplay-culture”. By wearing a special costume to identify with a specific character (cosplaying), people can understand its story or its world deeply. This cosplay culture is increasing its presence around the world as you know. We took it as a hint and created a brand-new animal encyclopedia to increase children’s interest in animal life as well as to understand the animal life deeply.

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